A call-to-action (CTA) grabs the reader’s attention and encourages them to act. At the end of the day, an email’s success should be measured not by how many people open or read your email but by how many recipients take action.
For example, you might send a cold email to schedule a phone call or ask prospects to sign up for a newsletter. A well-written call-to-action is there to persuade the recipients to complete the action.
In cold outreach, there are multiple variables when it comes to creating CTAs. For one thing, you are unfamiliar with your prospect, meaning that it is difficult to determine what a call-to-action should look like.
Whether you should include humor, add some sense of urgency, provide multiple-choice options, or stick to a formal tone is determined through testing.
It is also important to note that the call-to-action should not fall out of context with the rest of the email copy, particularly when it comes to the tone used in the email.